This Organic September, the Soil Association is targeting an increase of 6% in organic sales. The celebration of all things organic will affect organic producers, processors, businesses and retailers across the UK. The whole industry is working together to support organic sales and further build on an already growing organic market in the UK. The campaign supports organic farmers by increasing demand for organic and showing how Soil Association certified products make a difference. Soil Association Certification shows that produce is certified to some of the highest organic standards in the EU and is farmed in a way that supports our natural environment.
Teresa Allward of Langford Farm in Somerset said; “Campaigns like this really help to increase people's awareness of organic. Organic September is a fantastic opportunity to share our story with consumers and show exactly why we farm in this way.
“We sell high quality organic beef directly to customers. It has made a huge difference to us, our animals and our customers. We've shared our story and all the benefits of organic with our customers and reached new ones. Our customers tell us they feel part of something. They buy from us because the product is of high quality and by spending time with us they understand why it's important to buy organic. This is happening all year round, but a month focusing on organic produce is great; reminding people of the reasons to buy organic is essential to increasing sales.”
The Soil Association is helping to share the organic message. Marketing materials, logos to use on products, and advice on how to sell organic are all available for free to farmers and other businesses. Many businesses have already committed to using the logo on pack, the marketing materials or promoting organic products in September. From box schemes, such as Riverford and Abel & Cole, retailers such as Ocado and M&S and brands like Produce World – Organic September will have an impact right across the whole industry. The campaign will have a weekly category focus to engage with all sectors of food and farming, giving each a chance to shine – one week it will be dairy, the next week vegetables.
It’s all being linked together through an exciting new digital campaign, the ‘#Organic30’. With 30 small changes people are being encouraged to choose and use more organic. Through the Soil Association website they can share their stories about organic food and in return see how farmers are making a difference on the farm. Everyone is invited to upload information to the website, helping create a platform for exchange which will also give people more information about where to buy organic food. The 30 changes will show people how organic farming supports wildlife, the environment and has the best animal welfare standards, helping to further build the market.
Clare McDermott, business development director at Soil Association Certification said; “Organic September makes a huge difference to organic sales – last year we saw an uplift of 4% in organic sales and this year we expect an even bigger increase. We’re supporting farmers who sell to the public with materials and resources to help promote organic to their customers. These resources have the added benefit of raising the profile of organic farming, too. We’re confident this year’s Organic September campaign will improve sales of organic products, help build the organic market and achieve a stronger return for quality organic food so producers can reap the benefits.”
